That is the philosophy behind ET Partner With Us, and a compelling case was made for it through the ET SME Summit. As a pan-Indian initiative that travelled across nearly 20 cities, it brought together policymakers, entrepreneurs, industry associations and corporate leaders on one common forum. Backed by the Ministry of Micro, Small & Medium Enterprises, Government of India, the event enabled real-time exchange that helps translate ground-level business realities into a more informed understanding of policy. Members of Parliament, state ministers, IAS officers and industry department representatives participated alongside business leaders, creating conversations that combined policy perspectives with practical business insights.
A substantial proportion of participants represented well-established businesses with annual turnovers exceeding ₹5 crore, spanning manufacturing, services, trading and export-oriented sectors that form the backbone of India’s MSME economy. The Economic Times integrated partner brands across the editorial and event landscape. Senior executives participated in fireside conversations, addressed audiences through live broadcasts, led presentations, and engaged directly with entrepreneurs during networking sessions.
The strength of this ecosystem is reflected in the calibre and diversity of brands that chose to partner with us. Organisations such as IDBI Bank, The New India Assurance, TATA AIG, India Exim Bank, Canon, BSE SME, CRC and Vi Business leveraged the platform to engage directly with a highly curated MSME audience. Each city’s edition was supported by pre-event editorial features, post-event analysis, newsletters, promotional email campaigns, social media storytelling, live-streamed sessions and video content hosted across ET’s digital platforms. This integrated 360-degree media coverage helped brands go a step further and translate awareness into meaningful engagement. With access to more than 5000 registered decision-makers, these partners stepped into a multi-layered engagement strategy.
By generating millions of cumulative impressions across ET’s digital channels, these touchpoints made sure that partner brands were visible ahead of, during, and after each event. Rather than creating a single moment of visibility, the summit reinforced credibility through persistent, context-rich engagement.
The ET SME Summit ultimately highlights an important shift in how business influence is built. Brands looking to participate in India’s entrepreneurial economy need more than audience reach. They need access to trusted environments where decision-makers gather, industry conversations take shape and business relationships are established. By combining government support, editorial legitimacy, multi-city engagement and year-round content amplification, the ET SME Summit became more than an event series. It turned into an example of how strategic partnerships can evolve into long-lasting business ecosystems. This approach becomes increasingly relevant to any brand looking for a lasting presence within India’s MSME economy.Read more like this: Why brands need an ecosystem, not just an advertising plan
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